Steinlager and DDB New Zealand create digital walls of remembrance to help Kiwis in isolation commemorate Anzac Day 2020
Steinlager, with help from DDB New Zealand, utilised all of its OOH media to commemorate fallen Kiwi and Australian soldiers on Anzac Day.
The usual congregation of people paying their dawn respects looked dramatically different this year as New Zealanders looked for alternative ways of remembering the ultimate sacrifice made over 105 years ago.
From dawn on Saturday 25 April all 21 of Steinlager’s nationwide billboard sites were transformed into digital walls of remembrance. Scrolling through over 30,000 Kiwi veteran names each wall acted as an uninterrupted memorial, reminding all that wherever we are, we remember them.
Says Geoffrey Kidd, senior brand manager – Steinlager: “The last couple of months has tested us as a nation, but what is undeniably clear is the drive Kiwis have to remain unified. This Anzac Day, Steinlager wanted to help create a safe way for New Zealanders to remember the soldiers who stood united on behalf our country.”
The digital wall of remembrance highlighting over 30,000 individual names were also broadcast on YouTube pre-rolls and on Steinlager’s social platforms allowing access from home.
Says Damon Stapleton, regional chief creative officer, DDB: “Anzac Day is a hugely important part of our culture. We recognised the disappointment felt by New Zealanders unable to congregate physically to pay their respects. With Steinlager, we created these digital walls of remembrance, a new way for our nation to pay tribute.”
The campaign ran from 25 – 27 April across 21 LUMO digital OOH media sites in Auckland, Hamilton, Tauranga, Wellington and Christchurch. It also ran on YouTube Pre-Rolls and Steinlager’s Facebook and Instagram platforms.
National Marketing Director: Rachel Ellerm
Brand Director – Classics & Lagers of the World: Jeremy Meech
Senior Brand Manager – Steinlager: Geoffrey Kidd
Brand Manager – Steinlager: Kate Abercrombie
Agency credits:
Regional Chief Creative Officer, AU & NZ: Damon Stapleton
Executive Creative Director: Gary Steele
Creative Director: Rory McKechnie
Senior Art Director: Zac Lancaster
Business Partner: Jennifer Travers
Senior Business Manager: Michael Doolan
Managing Director – Production Services: Liz Knox
Head of Digital Delivery: Johannes Gertz
Head of Digital Design: Jason Vertongen
Head of Technology: Simon Betton
Lead Front End Developer: Danilo Castilho
Motion Design: James Li
Media Agency: MediaCom
Media Supplier Partner: LUMO Digital
10 Comments
it has no branding so how does anyone link it back to the beer?
…retouching.
there’s no difference in seeing one of these than going to your local cenotaph. at least that way you’ll see the names of people who came from your community..? surely this would make more sense online if it’s supposed to be a safe way to commemorate.
@I don’t get it.
That’s what I love about it. Branding it w/ Steinlager would feel a bit like benefitting from their sacrifice. Always raise an eyebrow when I see those ‘we donated this billboard to a charity. But it has our logo plastered all over it.’
Great, moving piece of work.
Lest We Forget this travesty of an execution
…no branding and no outdoor audience?
Be real, this only works as PR post event. A much better idea with people available to see it.
Yep. We’re eating ourselves a little here. If this was such a significant and authentic gesture then arguably we wouldn’t know who had done it. And those involved would all be proud in their knowledge of the secret. But no… it’s the total opposite. We get to see a lovely gesture but then have to hear very clearly who did it just so we know how significant and authentic a gesture it really was. And because of that we have to say ultimately you’ve taken advantage of a group of dead people at a time when everyone is worried about dying just so you can sell beer and feel proud of your creativity.
When I saw this, it genuinely moved me. The fact it’s from a brand doesn’t bother me at all. It asked nothing of the viewer but to remember the fallen.
And then Walrus a Steiny
Just screen grab the scroll, don’t comp it in, it looks fake and disingenuous. You’re welcome!